Strategic Management and Design Innovation in the Long-Standing Company Kyogashi Master “Suetomi”

Yusuke Irisawa; Shin’ya Nagasawa

doi:10.20965/jaciii.2012.p0561

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JACIII Vol.16 No.5 pp. 561-566

doi: 10.20965/jaciii.2012.p0561

(2012)

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Strategic Management and Design Innovation in the Long-Standing Company Kyogashi Master “Suetomi”

Yusuke Irisawa and Shin’ya Nagasawa

Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku Tokyo 169-8050, Japan

Received:

October 15, 2011

Accepted:

December 31, 2011

Published:

July 20, 2012

Keywords:

design innovation, strategic management, Kyoto, Japanese confection, Suetomi

Abstract

Japanese Confectionary “Suetomi” is a high level brand among Kyoto’s long-standing companies. This always makes the Japanese sweets a high level in Kyoto, and gets the high appraisal from the parties concerned the master of the tea ceremony, such as “Urasenke.” In this study, we present an analysis of Suetomi’s management strategy and its strength and differentiation based on an interview with the president, Mr. Yamaguchi. Then, we analyze their innovation from the viewpoint of product innovation and affective value (i.e., sense value). Finally, we discuss the innovation of the Kyogashi design based on our research. In conclusion, Suetomi has a different strong point from the other company as a long-standing company of Kyoto confections and we have understood performing the management strategy which establishes a sustainable competitive advantage using it. Thus, they have performed the design innovation of Kyoto confections products in the management strategy which is compatible in tradition and innovation, and have created the value of a customer’s sensitivity.

Cite this article as:

Y. Irisawa and S. Nagasawa, “Strategic Management and Design Innovation in the Long-Standing Company Kyogashi Master “Suetomi”,” J. Adv. Comput. Intell. Intell. Inform., Vol.16, No.5, pp. 561-566, 2012.

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References

[1] T. Yamaguchi, “Kyogashi Dokuhon,” ChuoKoron-Shinsha, 1990 (in Japanese).
[2] T. Yamaguchi, “Kyo⋅Suetomi Kashi Goyomi,” Tankosha, 2001 (in Japanese).
[3] S. Nagasawa and K. Sugimoto, “Chanel’s Strategy of Communication Tools and Packaging for its Beauty Products,” J. of Advanced Computational Intelligence and Intelligent Informatics, Vol.15, No.4, pp. 460-464, 2010.
[4] C. Christensen, “The Innovator’s Dilemma,” Harvard Business School Press, 2001.
[5] S. Nagasawa and S. Enoki, “Hit Shouhin ni miru Product Innovation,” Koyo Shobo, 2006 (in Japanese).
[6] Y. Irisawa and S. Nagasawa, “Creating Customer Experience and Hospitality at the Kyoto Long-Standing Company Kyogashi Master Suetomi,” Proc. of Int. Conf. on Kansei Engineering and Emotion Research 2010, pp. 2139-2149, 2010.
[7] S. Nagasawa (Ed.) and Waseda Business School (Y. Irisawa, T. Someya, and T. Tuchida), “Shinise Brand Kigyo no Keiken Kachi Sozo,” pp. 35-100, Doyukan, 2005 (in Japanese).
[8] T. Yamaguchi, “Kashi Master Suetomi Kyogashi no Sekai,” Sekai Bunka Publishing, 2011 (in Japanese).

This article is published under a Creative Commons Attribution-NoDerivatives 4.0 Internationa License.

[1] [1] T. Yamaguchi, “Kyogashi Dokuhon,” ChuoKoron-Shinsha, 1990 (in Japanese).

[2] [2] T. Yamaguchi, “Kyo⋅Suetomi Kashi Goyomi,” Tankosha, 2001 (in Japanese).

[3] [3] S. Nagasawa and K. Sugimoto, “Chanel’s Strategy of Communication Tools and Packaging for its Beauty Products,” J. of Advanced Computational Intelligence and Intelligent Informatics, Vol.15, No.4, pp. 460-464, 2010.

[4] [4] C. Christensen, “The Innovator’s Dilemma,” Harvard Business School Press, 2001.

[5] [5] S. Nagasawa and S. Enoki, “Hit Shouhin ni miru Product Innovation,” Koyo Shobo, 2006 (in Japanese).

[6] [6] Y. Irisawa and S. Nagasawa, “Creating Customer Experience and Hospitality at the Kyoto Long-Standing Company Kyogashi Master Suetomi,” Proc. of Int. Conf. on Kansei Engineering and Emotion Research 2010, pp. 2139-2149, 2010.

[7] [7] S. Nagasawa (Ed.) and Waseda Business School (Y. Irisawa, T. Someya, and T. Tuchida), “Shinise Brand Kigyo no Keiken Kachi Sozo,” pp. 35-100, Doyukan, 2005 (in Japanese).

[8] [8] T. Yamaguchi, “Kashi Master Suetomi Kyogashi no Sekai,” Sekai Bunka Publishing, 2011 (in Japanese).